Ulta Beauty has opened its first store in the Middle East at The Avenues mall in Kuwait, officially launching on November 7, 2025. The 15,000-square-foot flaghip marks the start of a regional roll-out under a franchise partnership with retail operator Alshaya Group.
Ulta Middle East launch
The Kuwait location brings Ulta’s full-service format to the region: a large, open retail floor designed for shopping, sampling and in-store experiences. Reports describe curated sections for prestige and mass brands, dedicated counters and experiential features such as a serum bar and beauty services that reflect Ulta’s U.S. format while being tailored for local shoppers. The retailer has emphasised local assortments and the introduction of many brands previously unavailable in the GCC.
Where will Ulta open next?
Ulta’s entrance comes via its franchise deal with Alshaya Group. Alshaya and Ulta confirmed the Kuwait opening and said further stores will follow across the Gulf: Mall of the Emirates (Dubai) is targeted for early 2026 and Dubai Mall shortly after, with plans for Saudi openings in 2026 as well. The partnership gives Ulta local operational scale and retail know-how across the GCC.
In-store experience and brand mix
Ulta calls its retail mix “beautytaiment” — a blend of shopping and entertainment. Executives say the Middle East stores will introduce more than 80 brands to the region, including prestige names and mass favourites, plus exclusive launches and immersive in-store activations. Expect brand discovery counters, sampling, and service bars (e.g., the serum bar mentioned in preview renderings) that aim to make each visit experiential rather than purely transactional. Ulta’s CEO highlighted the importance of curating assortments that reflect local tastes.
Why does this matter?
Ulta’s Kuwait flagship is a strategic move in a broader international push that followed the Space NK acquisition and the company’s expansion into Canada, Mexico and the U.K. Entering the GCC gives Ulta access to a highly engaged beauty market where shoppers embrace both international prestige and local brands. For regional retail, Ulta’s arrival raises the bar on experiences and could accelerate product introductions, local partnerships and cross-border brand flows. Analysts say the Alshaya tie-up reduces execution risk and speeds market entry Look for: official launch marketing from Ulta and Alshaya with exact store features and brand lists; opening dates for the UAE and Saudi stores; and announcements about exclusive product launches and local partnerships. Retail watchers will also track how Ulta balances prestige and mass assortments for regional tastes.
